Case Study: Piharwa’s “Wheel of Fortune” Campaign

Introduction

Piharwa, a Bhopal-based offline store specializing in women’s apparel, recently launched an innovative marketing campaign called the “Wheel of Fortune.” This campaign allowed customers to purchase items from either Piharwa or Elements of Piharwa and stand a chance to win exciting discounts. In this case study, we’ll explore how the “Wheel of Fortune” initiative led to increased engagement, sales, and brand visibility.

Campaign Overview

The Concept

The “Wheel of Fortune” concept was simple yet enticing. Customers visiting Piharwa or Elements of Piharwa could spin a physical wheel after making a purchase. The wheel featured various discount percentages, ranging from 5% to 50%. The goal was to create an interactive experience that encouraged repeat visits and word-of-mouth referrals.

Gift Selection

Before launching the campaign, Piharwa carefully selected the gifts to be awarded. These gifts included:

1. Exclusive Discounts: The primary incentive was the chance to win discounts on future purchases. Customers eagerly participated, hoping to land a substantial discount.

2. Branded Merchandise: Piharwa and Elements of Piharwa also offered branded merchandise such as tote bags, keychains, and T-shirts. These items served as additional rewards for participants.

3. Personalized Shopping Vouchers: A few lucky winners received personalized shopping vouchers, allowing them to shop for free up to a certain amount.

Implementation

Collaborating with Local Workers

To build the physical “Wheel of Fortune,” Piharwa collaborated with local artisans and workers. These skilled individuals crafted a sturdy, eye-catching wheel that became the centerpiece of the campaign. The involvement of local workers not only supported the community but also added authenticity to the initiative.

Installation and Launch

After two days of meticulous work, the “Wheel of Fortune” was installed prominently within the store. Its vibrant colors and spinning mechanism immediately caught customers’ attention. Piharwa staff explained the rules to every visitor, creating a buzz around the campaign.

Results

Increased Footfall and Engagement

• Footfall at both Piharwa and Elements of Piharwa increased significantly during the campaign period. Customers were curious about the wheel and wanted to try their luck.

• The interactive nature of the campaign encouraged engagement. Visitors discussed their spins, shared their winnings on social media, and encouraged friends and family to visit.

Referral-Driven Sales

• A substantial portion of the increased sales came from referrals. Satisfied customers recommended the stores to others, emphasizing the fun experience of spinning the wheel.

• The referral program indirectly promoted the brand, turning customers into brand ambassadors.

Positive Impact on Revenue

• The “Wheel of Fortune” campaign positively impacted revenue. Customers who won discounts often made additional purchases, maximizing the value of their savings.

• The personalized shopping vouchers also contributed to higher average transaction values.

Conclusion

The “Wheel of Fortune” campaign successfully combined entertainment, engagement, and rewards. By involving local workers, carefully selecting gifts, and creating an interactive experience, Piharwa and Elements of Piharwa achieved their marketing goals. The campaign not only boosted sales but also strengthened customer loyalty and brand perception.